Every now and then I get my hands on a book and I cannot stop thinking about that maniac who allowed that book to be published. Brainsteering is such a book. Not because it is bad, but quite the opposite: It discloses the results of a major McKinsey initiative and provides a systematic procedure to generate fresh ideas. Forget about those lame brainstorming sessions, the Coyne Brothers have the real thing!
The Bad News: Brainstorming Sucks
You know it, I know it, finally science knows it too, so maybe it is time to tell your boss: Brainstorming is crap! The concept of brainstorming relies on the idea that we have a left side of the brain, which is analytical and a right side of the brain, which is creative. In a brainstorming session you should supposedly be able to turn off your left side and only work with your creative brain. However, nowadays it is accepted that this is not how our brain actually works. Instead, analysis and intuition work together in all modes of thought.
The Good News: Brainsteering Doesn't
The brainsteering approach developed by Kevin and Shawn Coyne is much better adapted to how our brain actually works. Instead of provoking a free flow of undirected ideas it looks for the right questions and imposes constraints on the problem at hand in order to stimulate our thinking. Examples of how to use such constraints to spark creativity can be found in a revealing article from the McKinsey Quarterly (@McKQuarterly).
Brainsteering in a Nutshell
The brainsteering approach was featured in another McKinsey Quarterly (@McKQuarterly) article. In a nutshell, it encompasses seven steps:
- Know your organization's decision-making criteria
- Ask the right questions
- Choose the right people
- Divide and conquer
- On your mark, get set, go!
- Wrap it up
- Follow up quickly
For more information on how exactly to perform those steps refer to the article in the McKinsey Quarterly (@McKQuarterly) or to the book. It is absolutely worth it!
Currenty I am reading Enchantment by Guy Kawasaki (@GuyKawasaki). Follow me on Twitter and I will let you know of the next book review!
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